Sports icon and Los Angeles Laker LeBron James has announced a new independent tequila and mezcal brand, Lobos 1707, along with Founder and Chief Creative Officer Diego Osorio and Chief Executive Officer Dia Simms.
The brand, trademarked in Mexico and the U.S., is named after the Spanish word meaning “wolves” and dedicated to celebrating the strength of the pack. The premium spirit is inspired by a centuries old distillation process and creates a totally unique product in the expanding category. Lobos 1707 is presently offering Extra Añejo, Reposado, Joven, and Mezcal Artesanal.
“I knew the first time I tasted Lobos 1707 tequila that it was special. When I learned more about the brand story and leadership team, I knew I wanted to be a part of it,” says James in a written statement. “Lobos 1707 is about celebrating the strength of the group and bringing people together. It’s about shared passion and values. I love sipping tequila with my friends, and we want a brand that speaks to us.”
“Creating and designing Lobos 1707 is about love, legacy, and authenticity,” says Osorio. “I see Lobos 1707 as another way of storytelling. The story begins and ends with our love for the spirit, from the aging process to holding the bottle and sharing the first sip. It’s a story that celebrates our pack and our extended family who has been with us throughout our journey. Above all, Lobos 1707 represents unity.”
Simms, who was recently featured on BLACK ENTERPRISE, says, “Lobos 1707 is a premium brand, and our distinctive aging process meets the need of an accelerating category. After first trying Lobos 1707, I fell in love with the liquid and the brand history. We have an incredible liquid, beautiful packaging, and a proud legacy. Our vision is to reach our customer community through our values as well as our products. At Lobos 1707, our belief is if there’s not enough room at the table … we build a bigger table.”
Lobos 1707 Tequila and Mezcal are currently available at select retailers and restaurants throughout New York City, Florida, and California and online at Reserve Bar.